Branding
Harrison kicked things off by saying that “increasingly, we see nonprofits hire for-profit people for branding, which is a dramatic change from the past.” Harrison said overall this is a good thing because people won’t give to your organization unless they know it’s there. However, he pointed out that sometimes there’s a conflict between the brand people and the fundraising people. “What happens when they clash?” Harrison asked the panel.

“Very important is compromise,” Aloma said. “Data is vital as well. Use the data for your arguments. What works?”

Aloma relayed the story of a controversial image Food For The Poor had in its newsletter. The brand people didn’t want this image of a person looking like she had lost her humanity included. It was a very emotional image. Even Aloma himself didn’t think the organization could show this, but it was a powerful image.